Bryan Breckenridge - Leveraging LinkedIn for Good

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  • Sept 17 th we will be launching our new LI for Nonprofit landing page and announcing the Board Connect program with a ton of press and landing page to point folks to:  linkedin.com/nonprofits  (see current design attached).  
  • Create economic opportunity for everyone around the world
  • Really focused on skill based volunteering Employee facing-to change the world Member facing- Nonprofit facing-tips you can use today to help build your organizations objectives
  • The Logitech case study is available online at http:/talent.linkedin.com/resources
  • Chronicle of philanthropy has over 45K members; last 1.5 years humanitarian professionals has gone from 1 to 7K members. Bry tried to join and was declined.
  • Personal brand & organization brand
  • Not just you-but your board members, donors and volunteers to add this. When you add this it goes out virally to your network of supporters. Someone with 500 connections adds a volunteer field and says they care about Habitat for Humanity. Get pushed out to their connections
  • Vital b/c it is viral- Halfway to our first milestone-critical point of adoption. Education and civic interest. Populate this-important part of your brand MK to use her profile
  • Only 10% designated their admin. Who can they email about this info? Be an admin with your real estate. Most of you are not. This is a place to tell your story. Getting thousands of visits per month and you don ’t know. Getting very little out. Fill out the rest of the free real estate. If you don ’t see this blue box-please email lcshelp@linkedin.com Tell your story-working on nonprofit friendly name. Status update on your company page-status update feature. Send/message your followers (=tweet) 500 character limit, can add photos and videos. Light weight email management campaign. Can measure the impact; see the likes & shares can be measured. You can see the # of impressions that saw your status update as well as the # of people that interacted.
  • Human rights watch-Amnesty international Status updates-what do people share?
  • NC did something really cool-posted their volunteer opps. When someone recommends a vol. opp, it gets pushed out to their network…again, the viral nature at work. Help spread the info.
  • Power of the advanced search.
  • We are looking for skilled volunteers, supporter in the local area, board members. Look at and feel.
  • Top result-I am connected to her, serves up your first and second degree connections. LI is an orga that wants to focus on the energy on the free member experience. 2 member being added every second. Of course we offer other options –use your member log in. Now you need our help with that. Very individual driven, not this. Free member log in you can do XYZ.
  • How does Social Selling impact my day to day? How does it solve for the business challenges? “ Identify” – Discover the right accounts , the right decision makers. Pain points = High Staff Turnover, Org Changes. Prioritizing time and effort Solution: Lead Builder prioritizes your leads and accounts based on a number of premium search filters including social proximity. “ Develop” –Acting on quality leads, gaining insights into new leads, territories and accounts and continually contributing insights for the customer. Pain Points = stale data solution: Gain Insights into new leads and accounts with intelligence from self-authored profiles, Groups, Who ’s Viewed My Profile, Company Data “ Engage” –how to now engage with likelihood that you’ll receive a response Pain Points: getting responses from decision makers Solution: InMails, LinkedIn ’s trusted messaging system, offers you the opportunity to deliver a personalized (and relevant) message to a prospect not in your immediate network, via a warm introduction (73% increased likelihood of a response when referencing a common connection in an InMail) “ Close and Grow”: Close and grow account as trusted not transactional advisor Pain Points: long sales cycle, earning trust, competitive displacement Solution: Be recognized as a trusted advisor by continually sharing insights.
  • LI-critical business platform. Be an intentional connector. Not just the job of marketing and fundraising. External/internal people.
  • How does Social Selling impact my day to day? How does it solve for the business challenges? “ Identify” – Discover the right accounts , the right decision makers. Pain points = High Staff Turnover, Org Changes. Prioritizing time and effort Solution: Lead Builder prioritizes your leads and accounts based on a number of premium search filters including social proximity. “ Develop” –Acting on quality leads, gaining insights into new leads, territories and accounts and continually contributing insights for the customer. Pain Points = stale data solution: Gain Insights into new leads and accounts with intelligence from self-authored profiles, Groups, Who ’s Viewed My Profile, Company Data “ Engage” –how to now engage with likelihood that you’ll receive a response Pain Points: getting responses from decision makers Solution: InMails, LinkedIn ’s trusted messaging system, offers you the opportunity to deliver a personalized (and relevant) message to a prospect not in your immediate network, via a warm introduction (73% increased likelihood of a response when referencing a common connection in an InMail) “ Close and Grow”: Close and grow account as trusted not transactional advisor Pain Points: long sales cycle, earning trust, competitive displacement Solution: Be recognized as a trusted advisor by continually sharing insights.
  • Trying to get a million people to sign up for volunteer causes by year end.
  • Bryan Breckenridge - Leveraging LinkedIn for Good

    1. 1. Leveraging LinkedIn for GoodBryan BreckenridgeNonprofit Success EnablerLinkedIn Nonprofit SolutionsLinkedIn | San FranciscoConnections: 3,000+ | Recommendations: 22bbreckenridge@linkedin.com650-605-2684@bgbreck
    2. 2. 5 Tips• Build your brand (Profile page)• Grow your community (Company pages)• Find talent for free – Volunteers & Board (Advanced search)• Share knowledge & insights (LinkedIn Today, Groups)• Fill the structural hole (InMap based connecting)
    3. 3. LinkedIn’s MissionConnect the world’s professionals to make them more productive and successful Connect Talent with Opportunity
    4. 4. LinkedIn for Good’s MissionConnect the talent and passion of professionals with opportunities to use their skills to make a positive impact on the world
    5. 5. Did you know…..• 78% of professionals would like to join a nonprofit board*• 70% of LinkedIn members agree that it is really important for volunteer opportunities to match their skills and interest**• 75% of LinkedIn members would be open to virtual volunteering opportunities that use their specific skills and talents** THEY ARE JUST WAITING TO BE FOUND ON LINKEDINSources:*Booz Allen, Board Recruitment in the Nonprofit Marketplace, 2002; Taproot Research
    6. 6. Challenge: Expand the Board with specific skill setsSolution: LinkedIn Jobs Network drove posts virally tothe right candidates  26 qualified applicants in 30 days  Filled 2 Board seats with senior exec’s in Operations & Marketing “With LinkedIn, we made more connections with local leaders in 2 weeks than what has taken years of relationship-building in the past. LinkedIn is our lifeline to the business community.” – Johanna Dalton, Executive Director, Goldie’s Place 6
    7. 7. Are Nonprofits on LinkedIn? Yes.• 4M nonprofit pros• 130K nonprofit orgs• From 205 countries• 9% of LinkedIn 1M groups are npo owned• 130 US NPO’s use LinkedIn’s disc’d organizational services • HR & Development Tools
    8. 8. + Social ImpactLinkedIn Nonprofit Solutions & LinkedIn For Good platform, members & employees 9
    9. 9. • Build your brand (Profile page)
    10. 10. Build your brand• Share the causes you care about• Encourage your board members/donors/ volunteers & employees to add the field to their profile
    11. 11. Adding the Volunteer/Causes Section http://www.linkedin.com/profile/edit-volunteering-combined
    12. 12. • Grow your community
    13. 13. Create a presence on Company Pages
    14. 14. Update & track followers
    15. 15. Leverage “Products and Services”
    16. 16. Weak Strongstory story
    17. 17. Creativity…still cool
    18. 18. • Find talent for free - Volunteers, Board & Staff
    19. 19. Magic of Advanced Search Find (free) Talent
    20. 20. REP Find Relate Engage Research Contribute, & PersonalizeConnections Leverage Insights Connections 25
    21. 21. • Share knowledge & insights
    22. 22. Thought Leadership via Groups
    23. 23. 28
    24. 24. 29
    25. 25. 30 30
    26. 26. • Fill the structural hole
    27. 27. Why Connections Matter 4,000,000 3rd Degree 110,000 2nd Degree 645 1st Degree
    28. 28. REP Find Relate Engage Research Contribute, & PersonalizeConnections Leverage Insights Connections 34
    29. 29. Redundant Connections
    30. 30. Be the Broker in the Structural HoleInMap (http://inmaps.linkedinlabs.com/)
    31. 31. Recap of 5 Tips• Build your brand (Profile page)• Grow your community (Company pages)• Find talent for free – Volunteers & Board (Advanced search)• Share knowledge & insights (LinkedIn Today, Groups)• Fill the structural hole (InMap based connecting)
    32. 32. Resources under links• nonprofit.linkedin.com (“Board Connect”)• learn.linkedin.com & help.linkedin.com• Group called “LinkedIn Nonprofit Solutions”

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